Renewals dropped to 61% and I don’t know what members actually value

Question

I run a group programme for a professional association in Belo Horizonte. Renewals are 61% this year, down from 74% two years ago. I added monthly workshops, a resource library, a WhatsApp group. None of it moved renewal conversations. I’m solo and follow-up is my weakest point, which makes this feel worse. Where do I start finding what members actually value?

Kojo Owusu · Accepted Answer

Raising price is the worst move here. You don’t have a value problem, you have a silence problem. You added more stuff because you were afraid to ask what already worked. In my gym membership, when renewals dipped I called the ten members who hadn’t paid and asked one question: what would you miss if this closed tomorrow? Half said nothing. That stung. But it told me I was selling access, not progress. So I cut two classes and tracked one outcome per member. Renewals went up, not because there was more value, but because there was less noise. Call the last five lapsed members this week, not with a discount, with that one question.

Alfie Halliwell · Answer

Just raise the renewal price. Members value what they pay for.

Mwangi Kariuki · Answer

Don’t touch price yet. Call five lapsed members, ask what they used most, cut the rest.

Renewals dropped to 61% and I don’t know what members actually value

What a useful answer should help achieve

Already tried

Constraints and unknowns

3 replies